How can you ensure your customer journey map is inclusive of all customers in media sales?

2 Research your customers

To create an inclusive customer journey map, you need to gather and analyze data and insights from your customers. You can use various methods and sources, such as surveys, interviews, focus groups, analytics, feedback, reviews, and social media. The more data you have, the better you can understand your customers' behavior, preferences, expectations, and challenges. You can also segment your customers based on different criteria, such as demographics, psychographics, media consumption habits, and purchase history. This will help you create different customer personas that represent your target audiences and their needs.

3 Map the stages and touchpoints

Once you have your customer data and personas, you can start mapping the stages and touchpoints of your customer journey. The stages are the main phases that your customers go through when they engage with your media products and services, such as awareness, consideration, purchase, retention, and advocacy. The touchpoints are the specific interactions that your customers have with your media channels, platforms, content, and staff, such as ads, websites, newsletters, podcasts, events, and calls. You can use a simple table or a more elaborate diagram to visualize your customer journey map. The key is to include all the possible stages and touchpoints that your customers encounter, and highlight the ones that are most critical and influential for your media sales.

4 Add the customer perspective

The next step is to add the customer perspective to your customer journey map. This means adding the elements that reflect how your customers feel and think when they interact with your media products and services. These elements include the customer goals, actions, emotions, thoughts, and pain points. The customer goals are the desired outcomes that your customers want to achieve at each stage of the journey. The customer actions are the specific behaviors that your customers perform at each touchpoint. The customer emotions are the feelings that your customers experience at each touchpoint, such as happiness, frustration, trust, or disappointment. The customer thoughts are the beliefs and opinions that your customers have about your media products and services at each touchpoint. The customer pain points are the problems and challenges that your customers face at each touchpoint, such as confusion, inconvenience, or dissatisfaction. You can use different colors, icons, or symbols to represent these elements on your customer journey map.

5 Identify the gaps and opportunities

The final step is to identify the gaps and opportunities for improvement on your customer journey map. The gaps are the discrepancies between what your customers expect and what they actually receive from your media products and services. The opportunities are the potential solutions and actions that you can take to enhance your customer experience and satisfaction. You can use a SWOT analysis (strengths, weaknesses, opportunities, and threats) to evaluate your customer journey map and prioritize your improvement initiatives. You can also use metrics and indicators, such as conversion rates, retention rates, churn rates, customer satisfaction scores, and net promoter scores, to measure the effectiveness and impact of your customer journey map on your media sales.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?